I didn't know!
Did you know that French Connection and FUCK are not exactly the same entity? I found out only as of today.
Yea sure these two terms are often used interchangeably but they kind of portray a different sense of style. It is obvious that FCUK literally stands for French Connection United Kingdom. Short and sharp. Don't call me ridiculous, but offices in Hong Kong are called FCHK. According to them, FCUK was originally used on faxes between offices in these countries to differentiate them. Then it was introduced across the company as a highly recognisable name and acronym to stand alongside the French Connection logo. A brand identity developed over the years, which is sexy, stylish and has attitude. Agreed.
If I'm not wrong, or smack me if I am, French Connection is more casual wear with a clean and classy touch. Whereas FCUK is more London high street fashion, say.. denim denim denim?
Whatever it is.. who could forget their simple advertising campaign in S/S '97? A controversial ad campaign featuring the simple line ‘fcuk fashion’ that hit the headlines. That is what I call attitude! You may not like it. You may be shocked or amused. No matter what, it got ya thinking. Witty! I am the proud owner of my very own "No Fcukin' Worries!" tee.
What's yours?
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